Stanfor Creative Lab, Retail Insights from São Paulo Brazil, October 2012.

1. INSIGHTS FROM
SÃO PAULO
Jacqueline Freitas
jackyfreitas@gmail.com

2. OBSERVATION LAB
Task: Create a presentation that
captures insights in at least 6
different stores. What are the
opportunities you nerver notice
before? Use your photos to
hightlight your insights.

3. C&A
FLAG SHIP STORE
IGUATEMI MALL
SÃO PAULO-BR

4. Gisele Bundchen is the campaign star of this season and
the sales strategy was made to connect the consumers to
the brand and collection asking their desires all over brazil
to check what they want to use this summer, and this
reseach was named “ Poderosas” – Powerful women of
Brazil. ( Oct-2012 )

5. We can notice
the allusion of
brazilian icons
like Corcovado
in Rio, the Crist
and also the
tropical forest
and beaches ,
with coonuts tree
, churches and
some birds
giving the idea of
the”freedom” of
the brazilian
women.

6. The summer collection is inspirefull, here we can find
an allusion to Carmen Miranda figure. One of the
Brazilian cultural icons in 30´s/ 40.
Take a look at the fruits on the mannequin´s head.

10. C&A- Iguatemi Mall- Flag Ship Store
C&A- Iguatemi
Insights:
- The store is is visually attractive and and the
- The store visually attractive and and the
ilumination is welcoming
ilumination is welcoming
- The doors are always open because it´s
- The doors are always open because it´s inside a
fancy mall,fancy the main entrance,theentrance.
inside a near mall, near the main new
collection is so tropical and made with theand
- The new collection is really tropical brazilian
customers with theall over the regions in Brazil.
inspired insights brazilian customers insights
- The store have over the regions in Brazil.
came from all some special like fruit-flavored
bubblegum, and there is music playing softly fruit-
- The store have some special smell like not
that loud. bubblegum, and there is music
flavored
playing softly not that loud.

11. - When the new collection was launched, couple
When the new collection is released the products in
weeks ago, the can realise that the products for
sale stayed in the corner of the store but with no
sale stays in the corner of the store but with no
comunication indicating that, because its not the
comunication indicating that discont, because its
focus, the focus is to sell the new produts increase
not the focus, the focus is to sell the new
the ( giro em ingles )
produts and the summer collection inventory
- The most expensive produts are displayed at the
turns.
main entrance, and near the cash register there are
- The most expensive produts are displayed at
also impulse products like tropical soups ,cremas,
the main entrance, and near the cash register
perfums and fancy wallet.
there are also impulse products like tropical
- the customers profile are mainly women around
soups ,cremas, perfums and fancy wallet.
their 23 till 35 years old , they can touch and prove
- The customers profile are mainly women
all the clothes and its encoraged also the
around their 23 till 35 years old , they can touch
acessories buying, estimulating the impulsive
and prove all the clothes and this practice is
buying shopping.
encoraged, with all the products since
acessories, chothe and shoes.

12. OCTAVIO CAFÉ
SÃO PAULO-BR

13. Fancy and cool place to
have a special coffee, or
arrange a meeting, see
friends and aprreciate
good food.

14. Inside Octavios
Café

16. Octavios Café
C&A- Iguatemi Mall- Flag Ship Store propouse
-The Octavios Café has a different
as a chilli out place is not na usual place to
Insights: a great cup of coffee. It´s a fancy
only have
-enviroment,where people can make business
The store is visually attractive and and the
ilumination is welcoming, brunch time or have
meetings, have lunch
-an afternoon chattingopen because it´s inside a
The doors are always with friends.
- Spending time there is a great experience!
fancy mall, near the main entrance,the new
collection is so tropical andthe time passing by.
Probably you will forget made with the brazilian
customers insights Café boutique, asthe Brazil.
- They are also a all over the regions in time
-you want to come in, special like fruit-flavored
The store have some na uniformed hostess
bubblegum, and there is musicindicates a table
comes to welcome you and playing softly not
thatseat down.
to loud.
-- Inside, the decoration is warm in tones of
light brown and red which remind us the
coffee grain/seed and flower.
- The menu is fancy with sofisticaded blend
of drinks made with coffee.

17. Octavios Café
C&A- Iguatemi Mall- Flag Ship Store the places
-You can have wi-fi access all over
and also give to someone you like kind of “gift
Insights: from R$30 reais till R$ 100, that you
cards”
-can use it is visually attractive and7and the a
The store to consume anything days in
ilumination is welcoming
week.
--The doors are always open because it´s inside a
The cash register stays in the main entrance
fancy mall, near the is more a place to new
but is not visible, main entrance,the expose
collection is blends and buy some souvenirs to
the coffee so tropical and made with the brazilian
customers insights all over the regions in Brazil.
friends, many people can pay without stand
-up with a little credit special like fruit-flavored
The store have some card machine that the
bubblegum, and there is music playing softly not
waiter leaves on the table.
that loud. employess use uniform and have
- All the
good apreceance.
- You can rent the place for events and also
buy some arts and patings, they promote
many artists there.
-

18. LIVRARIA CULTURA
Cultura BookShop
CONJUNTO NACIONAL
SÃO PAULO-BR

19. Book Shop main entrance and
and example of the window
display organization...

20. Book launch and a special
place for the geeks, look the
security guy is saving the
place, maybe it´s a temple for
geek lovers!

21. Inside of the art books division, cult
people inside! The sales person is
more a consultant we can
recognize him because of the blue
badge, next the interative
communication at the window
display.

22. Handmade art
exposicion
downstairs =)

23. VALISERE
LINGERIE STORE
SÃO PAULO-BR

24. MELISSA
FLAGSHIP STORE
OSCAR FREIRE, ST.
SÃO PAULO-BR
Lingerie sexy and
classical at the same time,
Valisere is showing how
free the brazilian women
can be!

25. MELISSA
FLAGSHIP STORE
OSCAR FREIRE, ST.
SÃO PAULO-BR
The prices are not that expensive for a lady
that can buy in Oscar Freire, st. They are
around U$ 20 to U$80.
The colors inspire us to be really female
and wear delicate underwear, as a vanish
lady.

26. MELISSA
FLAGSHIP STORE
OSCAR FREIRE, ST.
SÃO PAULO-BR

27. CODIGO VISUAL
CHEAP AND DAILY
CLOTHING
SÃO PAULO-BR

28. Código Visual
-This store is located in Faria Lima, avenue a place full of
finantial companies and also many merchants and this store is
well – known by the woman because of the low price of the
products.
- In almost everyday you go there, you will find completly
diferent products because it sells so quickly, if you like a
blouse or dress you should by that time otherwise, no more in
the stock.
- As the manager said they buy many conteiners from China
and they sell the products , trendy products and also basic
colors chothing like: paints, t-shirts , dresses, the women can
use in the daily routine.
-- The consumer profile is mixed: people that works in
cleaning, at the kitchens, people that works at the banks,
offices nearby, all atracted by some “trendy” clothe and cheap.
- The prices are from R$ 10 ( U$5 ) to R$ 70 reais maximum.
-- The sales person as the time you get into the store they offer
you help to look for your size and said their names , because
in the end of each purchase they receive na amount, they don´t
have a fixed salary, they received only the percentage of the
month or weekly sales amount.

29. SENSO SHOES
SÃO PAULO-BR

30. Senso Shoes Senso Shoes
-The storewindow/ window display is full is full new
-The storewindow/ window display of the of
collection products andproducts and the fashion
the new collection the fashion trendy in shoes
aretrendy in shoes are the vibrant colours , in
the vibrant colours , because here we are
spring/ summer time. are in spring/ summer time.
because here we
-The sales person are dressed in blackblack to not
-The sales person are dressed in to not take
more attentionattention products and they are
take more than the than the products and
always offering help offering help as the time you
they are always as the time you get into the
store. into the store.
get
- The cash register is placed in the end of theof the
- The cash register is placed in the end store
, full of mirrorsof mirrors to help the costumer to
store , full to help the costumer to see witch
purse combines more with the clotheswith are
see witch purse combines more you the
using in theyou are using in the day and also to
clothes day and also to check the shoes, flats,
pums, peep toes and flats, pums, might toes and
check the shoes, sandals you peep chose.
- sandals you might chose.

31. The colors for summer as a trend here is Brazil
are vibrant and full of glitter and tropical
glamour. Uau, Woww !

32. Lemon,
pink,
wedges
tennis
shoes are
the hits in
many
windows
displays!

33. MELISSA
FLAGSHIP STORE
OSCAR FREIRE, ST.
SÃO PAULO-BR

34. Lego Insights to promote
the new collection ;-)

35. Melissa- Flag Ship Store
Oscar Freire, st ( the most famous and
glomurous street in São Paulo)
This street is well-known to sell many
fancy products and launch trends

37. Melissa Flag ship Store- Osacr Freire, st
-Inside the store you can listen club music (
house and eletrocnic ) and the sales person
are modern , young and cool.
- The prices of the melissa peep toes,
wedges, flats and hight hells are around R$
80 till R$ 150,00
- The profile of the consumers are young
and fashion people, that loves trendy and
works mainly with communications and
advertising.
- At this flag ship store we can also bump
into many fashion producers that take the
newest sandal model to shoot and publish
as a trendy shop in fashion female
magazines.

38. HAVAIANAS STORE
CONJUNTO NACIONAL
SÃO PAULO-BR

40. Tropical
decoration,
many
colorful
styles of
havaianas
sandals

41. The sales
person is
wearing a
vibrant color t-
shirt and is
wearing
havaianas on
his feet , and
take a look at
this new
product , does
it will be a
fever fot the
brazilians?
What do u
think?

42. Just for bids and
babies, Disney
licensed Havaianas`s
products

43. Havaianas
- The store is also located in Conjunto Nacional Galery,
its a small store not a flag ship.
-We can find many products available to touch , to try
and there is like a little island in the middle of the store,
with some red puffs for you have a sit and try which
sandals fits better in your feet.
- The two sales person that works there is uniformed
with a t-shirt and jeans and they both were wearing the
sandals.
-- There is also a category only for kids and babies
launched in partnership with Disney licencee.
- The prices of sandals are around R$ 35 to R$ 55.
- The store is well iluminated with white lamps, the cash
register is located in the end of the store to give the
oportunity for the customers to see all the products, try
and buy more than one, before the final purchase.